Abstract
In this paper, we propose using a disaggregative behavioral model in choice of bicycle-parking place, and using the Alternative Hieratical Process (AHP) as the method for grasping consciousnesses of illegality.
First, we did a cluster analysis using the score of AHP, and carried out segmentation of the sample. As a result, we made two segments with completely different consciousness about illegal parking. Moreover, we observed that the utility functions of these two segments, considered from the disaggregative behavioral model built for every segment, differ clearly.
Finally, We verified the validity of using the model built by sensitivity analysis.
